A growing number of Italians who use smartphones and tablets for work in the bank. To date, in fact, 96% of the banks make available to the App to access banking services on the move (it was 88% in 2012) and in 2013 the Italians have made an average of more than seven thousand downloads a day for applications for mobile banking. And ‘what emerges from the annual report on mobile banking developed by ABI Lab, the Consortium for Research and Innovation for the bank promoted by ABI, in collaboration with the School of Management of Politecnico di Milano.
Add to this that, in the same period, 20% of Italians active on the Internet has made banking transactions through your smartphone and that, at this rate, in 2015 the number of account holders operating on this channel will exceed 50%, it is clear that mobile banking is an established phenomenon with broad prospects for further growth.
Perspectives corroborated by the investment projects of banks: 70% of the sector, in fact, said he wanted to increase the investments dedicated to mobile banking in next year’s budget, while 30% of the banks is even talk of “sharp increase” of resources allocated to the channel.
But what is the identikit of the client operating with their bank through the mobile banking? According to ABI Research Lab, to prefer handheld and tablet for like transactions and payments are primarily men (57% versus 43% of women), aged between 45 and 54 years (28%). If we compare the data with those of the previous year of 2014, the passion for this channel to access banking products and services has grown, especially in older age (+ 7% for Italians aged 55 to 64 years; +10 % for those aged 45 to 54). As evidence of how mobile can also represent an important driver to help overcome the digital divide and contribute to the development and dissemination of digital culture.
As for the habits and frequency of use of mobile banking , the time of day preferred by the Italians to make transactions and payments through this channel is in the morning (43% for tablets, smartphones to 36%), followed by afternoon (respectively, 29% and 36%) and early evening ( 29% and 24%).
As for the place of use, if home and office are still the masters (79% and 67% smartphone tablet), make their way even operations “on the move” ( 22% and 26%) and those made “in line”, for example, in city traffic or while waiting in line for their turn to make a certificate or withdraw an exam (17% and 23%).
Finally, if we consider the frequency of use, the analysis of the Observatory of mobile banking ABI Lab emerges as about 50% of customers of mobile banking accessing banking services on the move every week. A testimony to the fact that if you try this channel appreciates the advantages of convenience, speed and ease of use and, therefore, is brought to reuse it.
As far as the services most used by customers of mobile banking , 32% prefer your smartphone to your computer primarily to see your balance and current account or look for the ATM and the nearest branch of your bank. With the tablet instead make it especially subsidies and transfers.
The multi-channel and the increasing integration of the channels remains the basis of the experience of customers use mobile banking that on some occasions resort to a “leap channel “of completing a transaction initiated via smartphone or tablet computer (29%), in a subsidiary (20%), the ATM (18%), through a financial advisor or the bank’s call center (3%).
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